spj1rwood - civicweb book.pdf · 2 sparwood brand book 03 community vision 04 our story 06 brand...

SPJ1RWOODffBRANDBOOK

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2 SPARWOOD BRAND BOOK

03Community Vision04 Our Story

06 Brand Pillars

08 wOur People

09 Our Brand Look

10Overview11 Our Logo

18 Colour Palette

19 Typography

21 Photography

23Our Brand in Action25 Audience

26 Messaging for

Our Target Markets

28 Identity

32 Website

33 Advertising Examples

34 Apparel

35 Vehicle Signage

37Questions

38 Trademark License

Agreement

39 General Terms

& Conditions

This is a brand book. It establishes guidelines for the utilization and deployment of Sparwood’s brand. Our brand’s strength and significance is created only through consistent, effective usage over time. This document provides the guidelines and best practices that will ensure our brand and story are heard, remembered, retold and acted on.

contents

3SPARWOOD BRAND BOOK

We’re located on the BC’s other side. A little bit wilder, a little

bigger mountains, and a lot of community spirit.

We’re a coal mining community. And proud of it. We’re thrilled

to share our community, and our mine is yours.

We have a story that is desired by many people: a great

community in a spectacular setting with great opportunities and

a welcoming spirit. We’re a good place to visit, and a great

place to live. Discover more about our story and how you can

help us tell it best...

community visionBuild pride, increase visitation, retain Businesses,

attract diversification.

Our brand vision is to continue to build our story into a solid brand that bolsters the community’s perception of itself, attracts more exposure to the community, and ultimately results in sustaining people to live, work, do

business and play in Sparwood.


We’re a working community. We’ve always

been involved in the mining industry, and coal

is at the core of our community. But we’re more

than metallurgical ore; we’re a group of people

who are united in interests, activities and place.

Sparwood was originally a collection of five

coal mining communities. During the 1960’s, the

communities were consolidated into one area

or District, called Sparwood, in homage to the

history of trees harvested in the area intended

for use as masts on ships. The original logo for

the area possessed five stars, one for each of the

consolidated communities. Today, however, the

new logo possesses only one star, indicative of a

community prepared to continue moving forward

as one, proud of their past, and intent on their

future.

Sparwood is situated in the Rocky Mountains of

south western BC. Our location offers a myriad

of outdoor recreational opportunities, stunning

vistas, and all the fresh elements naturally

afforded in a spectacular mountain setting.

we’re Big on families... among other things.

our story

Our community is perfect for families: safe, close to nature, clean and friendly people.

Have you ever seen the big green truck on the side of the highway? Yup, that’s us!


As we continue to grow and evolve, our story will change

and develop over time. However, there are some things that

will not change or should not change. These ideals, emotions

or community spirits are our brand pillars. They provide the

foundation of our story. Our full story is incomplete without

these attributes combined together, and it is the combination of

these pillars that help to define our story, to differentiate it from

others and to make it distinctly our own.

As we move forward into the branding project, these are the

foundations, the central elements and ideals of Sparwood’s

brand. These elements are intended to serve soundly today, but

also to project a spirit and community philosophy for the future.

cOmmuNity SPiRit

We are a community that cares about each other, that interacts,

engages and volunteers. A community that recognizes our

providence, and strives to represent and maintain that to the

rest of the world. This is a place to live, a place to participate

and a place to be proud of. We are authentic, unpretentious

and humbly proud of our community and region. We’re happy

to share it, and determined to look after it. We know each

other, and share common dreams for our community.

NAtuRe & RecReAtiON

Incredible nature surrounds our region. We have wilderness

just steps away from the backdoor, and recreational activities

that include skiing, golfing, hiking, quadding and sledding,

camping, fishing and more. Some of the best water in

Brand pillars community spirit nature & recreation

coal gateway to Bc


Canada. Rivers, streams and a network of trails. Our natural

surroundings are the envy of many and the lifestyle we are

afforded is highly desired. We’d like to keep it that way.

cOAl: cONtemPORARy & hiStORicAlly

Our community is built on coal; some of the world’s best.

Our story’s foundation begins in part with the miners and

families, the original industrious and innovative explorers, who

discovered the region and established their community here.

Our history continues today, evidenced in the communities

hardworking spirit and dedication to industry. Because of coal,

our history is rich and varied, our

community is prosperous, and our

future is solid.

Thanks to coal, we also significantly

contribute to the region’s prosperity

and viability. We are proud of that,

and deserving of recognition and

acclamation.

gAteWAy tO Bc

BC’s brand is predicated on Super Natural, British Columbia;

a magical destination filled with diverse opportunities for

discovery, relaxation, adventure and exploration. Sparwood is

the first community on Highway 3 in BC. We are proud of our

positioning, and will endeavour to capitalize on the opportunity

to act as an authentic ambassador for the province’s brand.

Each of these pillars possesses the ability to stand on their

own, bolstered and supported by the depth of the individual

stories associated with them. Yet each individual pillar boasts

the flexibility and versatility necessary for each to perform

even better in conjunction with one another. Ultimately, these

pillars offer enough individual strength and collective versatility

to resonate, meet the needs, and ignite the imagination of a

diverse selection of audiences.

As we move forward in designing and developing branded

material, careful consideration will be given to the inclusion of

reference to these brand pillars at every opportunity.

Sparwood is an engaged community, surrounded by the best

of nature, boasting a rich past and a prosperous future, and

heralded as the first point of entry to experiences of adventure,

discovery, and incredible living. This is our vision, the version of

our story.


our peopleSparwood is a community for particular types

of people.

Our brand is designed to best resonate with

certain people possessing the following

distinguishing qualities.

They are people who find value and fulfillment in

authenticity, approachability, heritage, nature,

and wilderness. They are people who regard our

region and community members with respect and

importance.

Sure, the people in our brand are our visitors; both

those from just outside our region and in our own

country, to those who visit us from abroad. But

most importantly, our people are the members of

our community. We live together, act together and

are committed to strengthening and sharing our

common values and vision.


our Brand looKOur look is a compilation of significant elements

which help to elicit our stories, experiences, and

the emotions that accompany them.

Our look draws on elements that give homage to

our heritage, our community spirit, our solid nature,

the contemporary nature of coal in our community,

and our natural surroundings, and adventure. Our

look is clean and not cluttered, sophisticated, but

in no way condescending or ostentatious. We

possess a look that is strong and bold. Our brand

feel demonstrates confidence in simplicity and

robustness in tone. Ultimately, our look is true to

both our past and our present. In addition to the

elements contained in our look, we endeavour to

utilize compelling images that speak to our area,

people, and activities that comprise our story.


overviewThe Sparwood logo is the beginning of our brand. It does not tell our entire story. However it does

represent beginning of our brand. Here’s how our logo and brand elements should be used.

Our colours are bold and distinct, they give tribute to our past, and express both nature and industry. Use colour carefully and sparingly

Each image is a thousand words. Our images endeavour to tell a story in a compelling manner that invites further investigation.

Colour Typography Photography Tone of Voice

Our tone of voice is simple, confident and authentic. It’s true to how we speak to each other and to the rest of the world.

authentic

Our typography represents openness, warmth, and heritage. It is both simple and sophisticated, and when utilized appropriately, is highly legible.

aBc


our logoOur logo is the beginning of our brand. But it is not the whole brand. It’s generally used in conjunction with other marketing material (in a brochure,

on a billboard), and rarely used alone. Our logo is the simplest and most recognizable element of our brand. Here’s why and how it works so well...

• It’ssimple.It’ssimplicitymeansourlogocanbeusedinavarietyofdifferentsituations,indifferentways.

• Becauseitissimple,itworksexceptionallyinlargeandsmallsizes,andinblackandwhite.

• Roundedlinessignifyapproachabilityandaccessibility.BothapproachabilityandaccessibilityareimportantSparwoodstrengths,butinthe

past, it has been difficult to convey those attributes. Rounded friendly lines in the bounding box help to express that.

• Thecolourpaletteworkswiththerestofthebrandmaterials,andgivesanodtoSparwood’sbrandpillarsofnatureandindustry.

• Thelogoistimeless.Itgivescredittoourpast,iscontemporaryenoughforthepresent,andpossessesflexibilitysoitcanevolveinthefuture.

• Thetaglinecanbeinterchangedfordifferenttargetdemographics(TheURL,industryspecific,holistic,etc.)

• ThelogoworksexceptionallyforSparwood’sbroadanddiverseaudience.It’ssimplicityandflexibilityensuresthatitworksforyoungand

old, families, industry, visitors and international audiences.

• It’sdifferent.Sparwood’slogoisdistinctlydifferentfromothercommunities.Thelogoisalookthatisallourown,andsuccessfully

differentiates us from our competition.

Our logo’s strength is based on its simplicity and consistent usage. This guide provides instructions on how best to deploy and utilize the logo.


logo variationsThe logo has a minimum amount of white space

which must be maintained at all times. For

maximum impact and brand recognition, afford the

logo plenty of space. The logo consists of the text,

the star symbol, and the bounding box. As well,

the logo possesses space for additional taglines or

URLs to be added, thus adding to the strength and

versatility of the logo. The logo works well in large

and small sizes, in black and white, and in a wide

variety of mediums.

Our logo gains strength and meaning through consistent, effective usage.

Unbounded version: The simplest version of our logo is unbounded and free. It is versatile and performs well on its own. This version can be deployed when it is not necessary to include a tagline, and should be used in documents or instances when the bounded logo has already been utilized and repeated usage of the logo is necessary.

Bounded version with taglines: The bounded version of the logo is the most versatile iteration of our logo. It should be used when targeting different audiences, when it is necessary to include a URL, or when it requires a distinct shape to set it apart (partnered with other logos, on busy backgrounds, etc.).


logo usageguidelinesThe logo has a minimum amount of white space

which must be maintained at all times. For

maximum impact and brand recognition, afford the

logo plenty of space. As well, the logo possesses

space for additional taglines or URLs to be added,

thus adding to the strength and versatility of the

logo. The more space afforded to the logo the

more prominent it will be become. It is almost

always better to provide the logo more space than

to try and make it bigger. Give it space!

Minimum White Space: X = height of the box surrounding main text. This amount of space must be allowed around the perimeter of the logo

Minimum Size: Minimum size of logo should be 1” wide at 300 DPI.

1” wide 1.25” wide


logo usageBlacK & whiteWhen the logo cannot be deployed in full or spot

colour, the logo should be utilized in black and

white.

Our black is not 100% black. Rather its black is set

at 95%, to soften the contrast. The logo may also

be utilized in a reversed-out format. This may be

necessary for utilization on images, solid colour

backgrounds, and challenging mediums. When

utilized in a reversed-out situation, the logo must

still be allotted the minimum amount of white space

or boundaries as described in this manual.

Black: The logo is available for use in black and white. Our black is not pure black. Rather it is 95%. This serves to add distinction and approachability

White The white logo should only be used in situations with lots of dark background colour. Minimum space must still be employed. If using reversed out logo on images, ensure that it has solid contrast all around the logo.


logo usagecolourColour is used to demonstrate distinction and

to maintain brand consistency. There are three

colours that our logo can be represented in:

metallic, green and blue. The preferred colour

to use is metallic. Whenever possible use the

metallic colour as it significantly contributes to

our distinction and prestige. If it is not possible

to utilize the metallic colour, then use blue.

All communication external to our immediate

community should be metallic or blue. Green

should be used for internal communication, city

vehicles, trail signage, interpretive signage, the

visitor centre, flyers, email newsletters and other

internal district correspondence. Metallic is always

preferred, blue is secondary and for all external

communication, and green is for community based

application only.

Pantone: 368C CMYK: C63. M0. Y97. K0 RGB: R105. G190. B40 HTML: 69BE28

Pantone: 286C CMYK: C100. M72. Y0. K0 RGB: R0. G57. B166 HTML: 0039A6

Pantone: 877 Metallic

Colour Variations Our colour palette is derived from the natural tones and hues that surround us and pay homage to the industrial part of our story.

Colour can be applied to communication pieces to reflect mood and tones, to compliment images, or to contrast or draw attention to a particular element.


logo file types and usesSparwood’s logo has been created in a wide and comprehensive variety of formats. For best reproduction results, it is imperative

that the appropriate file format be utilized. If a file format is needed that is not represented, please contact Sparwood’s marketing

department. Contact information can be found near the end of this manual.

Vector files are to be used whenever possible. They retain the logo’s clean lines, have transparent backgrounds and are scalable. Vector graphics do not represent well on screen.

Vector Files: AI, EPS

TIFFs can be used when a variable size is not necessary for print. TIFFs have been provided with a transparent background, and should never be scaled up or enlarged.

TIFFs

JPEGs are intended for screen or email use. These should be used at small sizes. JPEGs should not be used for print. JPEGs do not have transparent backgrounds.

JPEGs

GIFs are for screen use only. GIFs do not anti-alias, however, they do have transparent backgrounds, and can be scaled down.

GIFs


logo usage guidelinesOur logo’s elements are of a fixed size and proportion. They must never be altered, rearranged or adjusted in any way.

Do not substitute an unapproved colour for the logo.

Do not alter the arrangement of the logo.

Do not rotate or angle the logo. Never distort or skew the logo. Not even ‘just-a-bit’ to make it fit.

Do not reset the tagline in another typeface.

Do not reset the Sparwood wordmark in another typeface.

Do not substitute an unapproved colour the Sparwood wordmark.

Never distort or alter the bounded shape of the logo.


colour paletteOur colour palette is derived from the tones and hues that surround us and are part of our story. Colour can be applied to communication pieces to

reflect mood and tones, to compliment images, or to contrast or draw attention to a particular element.

Pantone: 295C CMYK: C100. M68. Y8. K52 RGB: R0. G47. B95 HTML: 002F5F

Pantone: 364C CMYK: C73. M9. Y94. K39 RGB: R66. G119. B48 HTML: 427730

Pantone: 368C CMYK: C63. M0. Y97. K0 RGB: R105. G190. B40 HTML: 69BE28

Pantone: 286C CMYK: C100. M72. Y0. K0 RGB: R0. G57. B166 HTML: 0039A6

Primary Colour Palette

Our Inspiration


typography & fontsIf our message is to be heard, our tone of voice to be recognized, and our pursuit of consistency kept simple, then our typography is paramount

to our brand’s integrity. Our fonts have been selected to provide clarity and legibility, distinctiveness, and also to reflect the tones and emotions

associated with our story. The Sparwood brand uses Futura and examples are shown below. Do not use other typefaces in our branding and

communication material.

Futura Book & Book Oblique

ABCDEFGHIJKLMNOP QRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890ABCDEFGHIJKLMNOP QRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Futura Medium & Medium Oblique

ABCDEFGHIJKLMNOP QRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890ABCDEFGHIJKLMNOP QRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Futura Heavy & Heavy Oblique

ABcDeFghiJKlmNOP QRStuVWXyZ abcdefghijklmnopqrstuvwxyz 1234567890ABCDEFGHIJKLMNOP QRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Futura Bold & Bold Oblique

aBcdefghiJKlmnop QrstuvwXyZ abcdefghijklmnopqrstuvwxyz 1234567890ABCDEFGHIJKLMNOP QRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890


photographyThe Sparwood brand should ideally draw on 4 types of images: nature, industry, people and activities. Images should be simple, clear, pure and

compelling. They are rarely utilized on their own, but rather, are situated within communication materials along with other brand elements.

Our images are one of the most important components of our brand. The simplest way to tell our story is though dynamic and professional images.

Our images should attempt to convey an emotion, tell a story, be vibrant and not static. Professional images come from professional photographers,

and there should be no compromise when it comes to quality.


our Brand in action


our audience

WhAt iS SPARWOOD’S tONe OF VOice?

Sparwood’s tone of voice is simple, down-to-earth,

approachable, confident, and sometimes a little irreverent, just

like the people who live on the other side of BC. Our tone of

voice speaks to simple values, simple pleasures, hard work,

pragmatism and sense of confidence in being different.

the uNDeRlyiNg meSSAge. In our communications we try to establish our community as one

that embodies our brand pillars. We seek to satisfy concerns

and simultaneously promote curiosity, compel investigation

and ultimately incite action which results in a resonant personal

Sparwood experience.

Tell’em what we’re gonna say, then say it, then tell’em that

we told’em.

get tO the POiNt, KeeP it SimPle. “I could have made this shorter, but I didn’t have the time. “For

Sparwood, that’s an unacceptable statement. We take the time

to ensure our messaging is concise, simple, clever and effective.

We could say more here, but there’s no need.

Our audience is diverse. There are visitors, adventurers, highway passers-by, partners and stakeholders. There are new families, and families that have lived here for generations. There are people who have helped

shape Sparwood’s story, and there are people who have never heard of Sparwood at all. They are young and old, contemporary and timeless, regional and international. Our audiences are broad, but when we focus

on a particular group, we should attempt to tailor our tone of voice to meet them where they are.


Our primary audience is our own community. We speak confidently and directly to the people we know best.

We express who we are confidently and boldly with a bit of humour and a dose of questions, and the people who stop to ask “what’s going on here...?”... those are visitors.

Investors and partners look for a community with confidence and pride, and so we speak to them with confidence and pride.

The rest of the world may never be here, but we tell our story to them like they are.

Us Visitors Potential Investors/Partners Rest of the world

messaging for target marKetsWho’s our target audience? The temptation is to say “everyone.” But not so fast. While we attempt to reach a broad and

diverse audience, there are some key groups that we tailor our messaging for, whenever possible.


uS

Some people might question the practice of speaking to

yourself, but that’s precisely the most important group that we

communicate with; each other.

Our communication with our community is one of straight

forwardness and directness. We can’t be contrived, that would

simply sound condescending. When we speak to each other,

we remind ourselves of our pride in our region, of our positive

attributes, of what we’re trying to accomplish, and congratulate

each other on our successes. That means its probably a good

idea not to use words like positive attributes. Our tone of voice

in communicating to each other should be pretty informal, like

chatting with a neighbour over a cup of coffee or between the

fence.

ViSitORS

Visitors often hardly know anything about us. So we can tell

them whatever we want. Just kidding. However, what we want

is visitors to understand what makes us tick, why we’re proud

to live here, why we’re proud to share it with them, and what

they can do to experience our community. We’re not a tourist

destination, and we should be up front about that. Tell them the

ski resort is just down the road. But allow them to see that we’re

a great little community, and give them a story of differentiation

that is simple and compelling enough that they can tell it to

others. If we can make them stay, great. If we can make them

smile, job well done.

iNVeStORS / PARtNeRS

Investors and partners include potential industry, all levels of

government, regional stakeholders and organizations that have

an interest in our community. When we speak to them we use

a confident tone, a professional voice, but we are not afraid to

be true to who we are. The industry and partners we desire to

work with are an audience that needs to be able to appreciate

us for our authenticity. It is who we are that helps make

us distinct.

the ReSt OF the WORlD.

It’s a big world. We don’t need to talk to everybody. But if we

have the occasion to stand on the mountaintops and shout, then

we should tell parts of our story that are interesting or curious

enough to make people want to investigate further. Don’t

brag, don’t inflate, don’t be pretentious, but be real. We have

to capture the interest of the world (or any audience for that

matter), before we can introduce them to our heart. Facts tell,

but stories sell. Let’s make Sparwood a question that they have

to ask us. We have the answers!


identityWhen we go out outta town, we dress up.

Our official correspondence is sharp, concise and

means business. And it’s brand consistent, because

really, there’s no reason to be any other way.

Use our corporate identity materials for all official

correspondence.

letterheadLetterhead is printed in high volumes and can be

utilized for legal and official correspondence. As it

is often used as the first personal correspondence,

it should be used with care. For communications

longer than one page in length, use ‘seconds’ for

all other pages.

Correspondence should use the font Helvetica, at

9 pt with line spacing set to 1.5 lines. Attention

should be given to the margins of the document,

allowing an appropriate amount of white-space on

the right and left edges.

Minimum White Space: X = the amount of space that must be allowed around the perimeter of the page.


Business cardsOur business cards are often the beginning of our

story, for many our cards may represent their initial

contact with Sparwood. Therefore, cards should

reflect critical information, but also provide a sense

of space and impressiveness.

envelopesSparwood envelopes provide continuity with the

remainder of the corporate package.


email signatures & correspondence

Each Sparwood team member and staffer

should have an email signature. To ensure

consistency across a myriad of email programs

and applications, our signature should use

the font Helvetica, and our horizontal logo

should be included at the bottom as a .GIF

image. There should be no other information

added to the signature. The Sparwood email

signature should be utilized in any and all online

communication.

For consistency and continuity with all

Sparwood staff members, all correspondence

text should always use Helvetica. No additional

fonts or flourishes should be utilized.

TERRY MELCER Chief Administrative Officer

District of Sparwood Box 520, 136 Spruce Avenue Sparwood, BC V0B 2G0

Phone: 250.425.6271 Direct Line: 250.425.6810 Cell: 250.425.5336

[email protected] www.Sparwood.ca


weBsiteOur website is just like our brand: solid,

approachable, user friendly, and simple. It’s not

a flurry of information or a frenzy of ‘friends’,

but it is a simple source of information about our

community, its people, its story and how people

can participate in it. The website performs many

roles, but two of the most critical are to introduce,

and to inform. The website may often be people’s

first contact point with our brand, so it needs to be

simple and concise. That said, our site is not only

a brand ambassador to the rest of the world, it is

also a resource for our community.

Our communication on the site must keep in mind

the diversity of the audiences that interact with it.

In order to meet the needs of that diverse

audience, keep messaging simple!


advertising eXamplesOur ads compel interest, ignite imagination and encourage interaction. The following pages contain advertising samples. Remember, every ad and

external piece of communication should be developed by professional designers, following the guidelines in this usage manual. Include the website

address on every piece of communication.


apparelA great brand is a brand that can be worn. All apparel should be of good quality and resonate with our brand. Do not clutter apparel.

Give the logo plenty of space and try to stick with neutral colours; earth tones, blacks, whites, greys, navy and beige are preferred. The

statement apparel should make is confidence, simplicity and approachability. Don’t succumb to the temptation of making it complicated.

Using only one or two colours with the logo and the material will help to ensure our brand consistency if accurately reflected.


vehicle signageAny official district vehicles, or transportation associated with the District of Sparwood should be branded in some manner. At the very

least, include a decal with the website URL. Ideally, each vehicle should be emblazoned with the Sparwood logo, with the tagline ‘Yours

And Mine.’ The logo decals need not be large, and should be positioned on the vehicle in a way that allows them to breathe. In cases

where it is not possible to brand vehicles, consider obtaining branded magnetic decals that can be placed on the vehicle.


~

",


Brand usage reQuest & legal guidelines

Our brand book is a tool to assist in guiding and strengthening our brand story and our brand’s visual deployment.

The information and usage discussed in our brand manual is provided to ensure our brand story and identity retains its

foundation through consistent and congruous dissemination. The District of Sparwood requests that our guidelines are

followed and appropriate permissions are requested concerning the usage and deployment of our brand. Completing and

sending the form contained in this document will assist us in ensuring we tell our story correctly, together.

Questions about our brand? Require additional information on usage or distribution? Contact us at anytime.

www.Sparwood.ca

Questions?


LICENSEE INFORMATION:

Full Legal Name of Licensee: Address: Contact Name:

Telephone: Fax: Email:

COMMERCIAL TERMS:

Trademarks: Effective Date: Initial Terms (Years): Fees:

Wares: insert description of the goods that Licensee is permitted to sell in connection with the licensed marks–ensure that the wares are covered by Licensor’s existing Canadian trademark registrations):

Services (insert description of the services that Licensee is permitted to sell in connection with the licensed marks – ensure that the services are covered by Licensor’s existing Canadian trademark registrations):

Territory (describe the geographic Territory in which Licensee is permitted to use the licensed marks):

In consideration of the mutual promises and covenants contained in this Agreement, Licensee and Licensor hereby agree to be bound by this Agreement. BY SIGNING BELOW, LICENSEE ACKNOWLEDGES AND CONFIRMS THAT IT HAS READ THE COMMERCIAL TERMS (ABOVE) AND THE GENERAL TERMS AND CONDITIONS (ATTACHED), AND UNDERSTANDS THAT EACH FORMS AN INTEGRAL PART OF THIS AGREEMENT.

LICENSEE:

Signature: Name: Title:

Sparwood ACCOMMODATION ASSOCIATION PARTNERSHIP

www.Sparwood.ca

Signature: Name: Title:

trademarK license agreement


1. DEFINITIONS: Terms and phrases not defined in these General Terms and Conditions have those meanings as defined in the attached Commercial Terms.

2. GRANT: Licensor hereby grants to Licensee a licence to use the Trademarks in Canada in association with the Services and Wares in accordance with the terms and conditions set out on this Agreement.

3. FEES: Licensee shall pay to Licensor all Fees described in the Commercial Terms.

4. OWNERSHIP OF TRADEMARKS: Licensee acknowledges that Licensor is the owner of the Trademarks. Licensee further acknowledges Licensor’s claim to the exclusive right to use the Trademarks in association with the services for which the Trademarks are registered and expressly covenants that, during the term of this Agreement and after the expiration or termination thereof or of the rights of Licensee hereunder, Licensee will not directly or indirectly contest or aid in contesting the validity or ownership of the Trademarks or take any action in derogation of Licensor’s claimed rights therein or in any way directly or indirectly assist or be a party to any proceedings challenging the validity of the Trademarks or the registration thereof or Licensor’s title thereto.

5. GOODWILL: Any goodwill that is or may be acquired from the use of the Trademarks by Licensee either before the date of this Agreement or thereafter shall vest in and be the property of Licensor.

6. STANDARDS:

(a) Licensee shall use the Trademarks in association with Services and Wares having the character and quality established by Licensor and as otherwise set out in this Agreement (the “Standards”).

(b) Licensor shall have the sole and exclusive right to set the Standards and to determine

general terms & conditionswhether the Services and the Wares in conjunction with which the Licensee uses the Trademarks conform with the Standards.

(c) Licensee shall in respect of each use of any Trademark indicate that each Trademark is a registered trademark owned by Licensor, by referencing the Trademark with the symbol “®” on the right shoulder of the Trademark and by cross-referencing the following in legible type on all material in connection with which the Trademark is used:

® = registered trademark of Sparwood

Accommodation Association Limited Partnership used by [insert name of Licensee] under licence.

(d) Licensee shall promptly provide to Licensor copies of all prints and publications bearing the Trademarks.

7. TERM: Unless earlier terminated in accordance with Section 8, the licence granted herein shall commence on the Effective Date and shall continue for the Initial Term and until terminated as provided for herein.

8. TERMINATION: After the Initial Term, either party may terminate this Agreement and the licence granted herein upon ninety (90) days notice to the other party. Further, if at any time Licensee defaults under any of the terms of this Agreement, Licensor may give notice to Licensee setting forth the details of such default and if Licensee fails to promptly commence to cure such default, or having commenced fails to proceed diligently with the curing of such default, Licensor may, upon notice to Licensee, terminate this Agreement and the right of Licensee to use the Trademarks, without prejudice to any other remedy that Licensee may have by reason of such breach. In addition, upon notice to Licensee, Licensor may terminate the Agreement if Licensee becomes bankrupt or insolvent, if in the

opinion of Licensor the Trademarks are likely to or do become the subject of a claim for trademark infringement or passing off, or if for any reason the Trademarks or any one thereof ceases to be registered in Canada in respect of the applicable Services or Wares.

9. EFFECT OF TERMINATION:

Upon termination of the rights of Licensee hereunder:

(a) when requested, and without compensation, Licensee will execute such documents and do such things as Licensor may require for the purpose of evidencing that any goodwill that is or may be acquired from the use of the Trademarks pursuant hereto is owned by Licensor and that any and all rights that Licensee may have had with respect to the Trademarks have ended; and

(b) Licensee will discontinue all use of and reference to the Trademarks and, on request by Licensor, deliver to Licensor all materials in its possession or under its control using or making reference to the Trademarks.

10. ENFORCEMENT: Licensor reserves the exclusive right to determine what action or proceeding, if any, should be taken in order to protect the Trademarks in Canada. Licensee shall cooperate with and provide reasonable assistance to Licensor in the conduct or defense of any legal action, and in the negotiations in respect of any legal action relating to any of the Trademarks, and Licensee shall provide to Licensor all relevant data, information and material in its possession which may be helpful in such action or negotiation.

11. NO WARRANTIES: Licensor is licensing the Trademarks to Licensee on an “AS IS” basis and there are no express or implied warranties provided by Licensor whatsoever, including, without limitation, any warranty as to the right to use the Trademarks or as to

their registerability in any jurisdiction.

12. INDEMNIFICATION: Licensee agrees to indemnify, defend and hold Licensor (and its directors, officers, employees, affiliates and assigns) harmless against any and all losses, liabilities, damages, costs, claims or expenses (including legal fees on a solicitor and client basis) based upon or arising out of Licensee’s use of the Trademarks.

13. REMEDIES: The parties agree that the remedy at law for any breach of any of the provisions hereof will be inadequate and that in the event of any such breach the parties and their respective affiliates and successors shall be entitled to injunctive relief in addition to all other causes of action and remedies which are available.

14. ASSIGNMENT: The permission to use the Trademarks is nonexclusive and is personal to Licensee and may not be assigned by Licensee, and Licensee may not grant any licences or sub-licences in respect of the Trademarks.

15. FURTHER ASSURANCES: Licensee shall sign such other documents and do such other acts as Licensor determines to be necessary in conjunction with Licensee’s use of the Trademarks including, without limitation, any documents that may be necessary to record the license granted herein (if such recording is required or, in the opinion of the Licensor, advisable at any time in the future).

16. SURVIVAL: The provisions of sections 4, 5, 9, 10, 11, 12, 13, and 15 and all other sections necessary for the interpretation or enforcement thereof will survive the termination or expiration of this Agreement.

17. GOVERNING LAW: This Agreement will be governed by and interpreted in accordance with the laws of the Province of British Columbia and the laws of Canada applicable therein.

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